Barbie Slumping Sales

Target Market: Girls 5-14

Positioning: Diverse young girls who want to have dolls/figurines that look unique and complement their personalities and lifestyles.

Product Line: A range of about 20 dolls, all of them with unique features (i.e. body types, hair types, facial features etc.)

Fashionable up to date clothing, including everything from bikinis to evening wear.

Accessories such as safety whistles, purses, cell phones, cell phone cases make up cases, school supplies, bedding etc in specific themes in accordance to each individual doll.

Price Proposition: Dolls: $23.95 +tax

Accessories:

Safety Whistle: $2.95

Purses: $14.95

Cell Phones: $59.95

Cell Phone Case: $13.95

Makeup Case: $9.99

School Supplies: $0.99 (pens) - 12.99 (i.e. calculator)

Bedding: $69.95

Distribution Plan: Distribute dolls to all major retailers such as; Toys 'R Us, Zellers, Wal-Mart, and Costco. Also distribute to independent toy retailers in major shopping centers.

Distribute to individuals via the internet through the companies website. This will allow for additional sales in parts of the world where individuals do not have access to major shopping centres.

Sales Force Plan: Arrange sales force in order to target major retailers.

Key Account Plan: Offer volume discount and product support to Wal-Mart stores as they are our key account. Also offer several interactive booths for Wal-Mart to display in their toy section that allow girls to dress their dolls up with products offered through Wal-Mart before they purchase them. That way they can mix and match until they are satisfied with the outfit and can proceed to purchase the items.

Services & Customer Satisfaction Issues: Provided on the packaging will be the companies web site address which will feature a FAQ page as well as other interactive pages that girls can use in addition to their dolls. For example a chat forum where consumers can post any reviews comments, or suggestions regarding the products. Also the website will provide a 24 hour customer service page where any concerns and questions will be answered in a matter of minutes. In addition to these services we will offer monthly contests, a continuing storyline about the adventures of the various dolls (or consumers can write their own) and surveys that consumers can fill out regarding our products where they then earn point that can be entered in the contests in order to win prizes.

Advertising: Step One: Create buzz on the radio through various ads that state the arrival of a new generation of "girls" that are unique, hip, and urban. Include various theme songs for each individual doll as she tells us something about herself. These radio ads will feature the companies' website that will allow consumers to preview the products.

Step Two: Advertise via television ads, that keep in theme with the radio ads in step one. Advertisements will feature each individual doll telling us something about herself as she is set in a colourful urban setting that is realistic in every way except for the doll herself. These ads will be run from 4pm and 10 pm, during teen dramas, cartoons, and other shows that reach the target market.

Sales Promotion: Guerrilla marketing strategy will be used in sales promotion. There will be employees